Development of Promotion Strategy and Event Organization Recommendations: AMEC Case

Building a clear promotion strategy has become a necessary measure by default when there is a goal to strengthen the brand, increase awareness and expand the scope of activities. This statement also applies to the field of event management (Daniel et al., 2012). The need for plan development and search for new tools for engagement is especially relevant when the existing plan and methods for attracting new participants do not bring desired results, and the prospects of the event seem to be quite doubtful considering the fact that other universities' conferences significantly develop and grow for a similar period of time. Facing the idea that the sphere of event management has undergone changes over the past few years, with the advent of new methods of planning, monitoring and promotion, the organization process may become more efficient. Hence, the research work aims to examine the trends in event management and develop recommendations on the organization process and provide a promotional plan on social media platforms like Instagram, Facebook in case of the AMEC event ("Analytics for Management and Economics Conference"). This goal will be achieved via a case study of the conference. Additionally, in-depth interviews will be collected, both with participants, who will share with their opinion, and organizing committee, who provide the most significant issues tell about the specifics of this particular area. Additionally, secondary data will be examined to define the methods used by other conferences. Also, preliminary analyses will be carried out to reveal the strengths, weaknesses and resources of this event. As a result, it is expected that this research paper will provide a plan with recommendations for advancing conference' organization and a promotion strategy for the conference in order to reach the goal of new guests' attraction and overall increase the recognition in the sphere of scientific conferences, as well as bringing the event to a new level using advantages of online translations engaging new people. Keywords: event management, planning, promotion strategy, conference